Keep It Local | Local Media Association

Local Media Association
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Keep It Local explores how local journalism is evolving — and thriving — through innovation. Hosted by the Local Media Association, each episode highlights strategies that help newsrooms build community and revenue. 🎙️

  1. 19H AGO

    Winning with zero- and first-party data with Todd Handy

    Third-party data is fading. Privacy regulations are tightening. Platform referrals are shrinking. So what’s the plan? On this episode of Keep It Local, Ryan Welton is joined by Todd Handy, CEO of Disruptive Impact, to discuss his latest LMII report: Winning with Zero and First-Party Data. Todd explains: What zero-party is (and how it differs from first-party data)Why anonymous impressions are losing valueHow consent-based audience signals improve advertiser performanceThe connection between data strategy and audience trustPractical steps local publishers can implement immediately If you don’t have a clear audience data strategy heading into 2026, you’re behind the eight ball. 📘 The LMII report is available through the Local Media Association. LMII subscribers receive access. Others can purchase at localmedia.org. Would you like to sponsor the Keep It Local podcast? We have several packages available.

    17 min

  2. JAN 27

    Looking ahead to AI in 2026: Ways newsrooms can use it well

    Ethan Holland joins the Keep It Local podcast from Local Media Association to discuss the real state of AI in 2026 — from newsroom workflows and ethics to emerging tools that are reshaping how journalists work. Key Topics Why AI mirrors the early internetMultimodal AI and information digestionPrompting strategies that actually workEthics, accountability and newsroom policyLikeness and trustPredictions for AI’s next phase Guest Ethan Holland Vice President, Draper Digital Media Board Member, Local Media Association 🔗 ethanbholland.com

    32 min

  3. JAN 6

    How news audiences feel about AI use by newsrooms: What a new LMA–Trusting News survey reveals

    As artificial intelligence becomes more common in journalism, one question matters most: what do audiences actually think about newsrooms using AI? In this episode of Keep It Local, host Ryan Welton is joined by John M. Humenik, Chief Strategy and Operations Officer for Local Media Association, and Lynn Walsh, Assistant Director of Trusting News, to unpack findings from a new national survey on AI and journalism. The survey — conducted with more than 1,400 local news consumers — offers rare, audience-driven insight into trust, transparency, and the role humans must play when AI is involved in news production. In this episode, you’ll learn:Why nearly 99% of respondents say humans must review AI-assisted journalismWhich AI uses audiences are most comfortable with — and which raise red flagsHow transparency and disclosure affect trust in AI-assisted newsWhy AI familiarity among audiences leads to greater acceptanceHow newsrooms can use audience feedback to shape ethical AI policiesWhy AI literacy may be a trust-building opportunity, not a threat Humenik and Walsh also discuss how newsrooms can responsibly experiment with AI, communicate openly with their communities, and use audience expectations as guardrails — not obstacles — as technology continues to evolve. The full survey report is available at localmedia.org and is designed to be used inside newsrooms as a discussion and decision-making tool. About Keep It LocalKeep It Local is a podcast from Local Media Association focused on sustainability, innovation, and the future of local journalism. If you enjoyed this episode: Subscribe on your favorite podcast platformLeave a five-star review to help other journalists discover the showShare the episode with a colleague or newsroom leader

    32 min

  4. 12/09/2025

    How Lookout Local is proving local journalism can work | Keep It Local

    Lookout Local turns five this year — and its story offers one of the clearest roadmaps yet for rebuilding local journalism. In this episode of Keep It Local, host Ryan Welton talks with Ken Doctor, founder and CEO of Lookout Local, and Ashley Harmon, the organization’s chief of staff, about how Lookout launched during one of the most turbulent moments in modern journalism — and emerged with a sustainable business, a Pulitzer Prize, and expansion underway. Topics include: Why Lookout rejected the “start small” approachWhat made covering the Santa Cruz floods a defining momentHow community engagement and revenue work togetherWhy reporter visibility matters more than everHow Lookout’s app, newsletters, and short-form video strengthen relationshipsLessons learned expanding to Eugene-SpringfieldWhat profitability really takes in local newsWhy Lookout believes this is an unprecedented moment for local journalism This is a candid, practical conversation about what it actually takes to build a modern community newsroom — and why optimism may be justified heading into 2026 and beyond. ⭐️ Rate & review the podcast 🔔 Follow Keep It Local for more conversations with local media leaders

    34 min

  5. 11/10/2025

    How newsrooms can win on Giving Tuesday — and keep the momentum going all year long | Keep It Local

    Giving Tuesday strategies for newsrooms with LMA’s Kristyn Cooper Show Notes: On this episode of Keep It Local, host Ryan Welton sits down with Kristyn Cooper, director of fundraising initiatives at the Local Media Association, to explore how local newsrooms can make the most of Giving Tuesday. Cooper shares insights from two decades in the nonprofit world—covering how to normalize fundraising, connect storytelling to generosity, and build long-term donor relationships. Listeners will learn: How Giving Tuesday evolved into a $3.6 billion global movementWhy journalists already possess the skills to be great fundraisersBest practices for donor engagement and impact storytellingSimple ways to make giving easy and friction-free

    21 min

  6. 10/27/2025

    How local media can build recurring revenue like SaaS companies | Keep It Local

    In this episode of Keep It Local, host Ryan Welton interviews Todd Handy, founder of Disruptive Impact and board member for the Local Media Association, about his new report, The SaaS-ification of Media. Handy shares how local publishers can learn from software companies by focusing on recurring revenue, retention and customer lifetime value. Listeners will learn: What “SaaS-ification” means in practical terms for local mediaWhy advertiser churn is the “silent killer” of sustainabilityHow to run a Go-To-Market Audit to assess digital readinessWhy every publisher needs a CRM to track renewals and growthHow to start applying SaaS principles immediately — no matter your size Resources Mentioned: The SaaS-ification of Media — Purchase via Local Media AssociationContact Todd Handy: https://disruptiveimpact.coConnect on LinkedIn: https://www.linkedin.com/in/toddjhandy/

    22 min

  7. 10/06/2025

    Mapping the future of LGBTQ+ media with Dana Piccoli of News Is Out | Keep It Local

    Description: In this episode of Keep It Local, Ryan Welton talks with Dana Piccoli, managing director of News Is Out, about the LGBTQ+ Media Mapping Project — a first-of-its-kind national effort to document where queer news outlets exist, how they’re sustaining, and what it will take to secure their future. Mapping the Future of LGBTQ+ Media with Dana Piccoli of News Is Out Description: In this episode of Keep It Local, Ryan Welton talks with Dana Piccoli, managing director of News Is Out, about the LGBTQ+ Media Mapping Project — a first-of-its-kind national effort to document where queer news outlets exist, how they’re sustaining, and what it will take to secure their future. Topics Covered: What inspired the LGBTQ+ Media Mapping ProjectWhy 18 U.S. states have no queer media outletsThe financial and political pressures facing LGBTQ+ publishersHow funders can support sustainable queer journalismWhy collaboration is fueling resilience and growth in the field Guest: Dana Piccoli – Managing Director, News Is Out 📍 Learn more and explore the map: newsisout.com Host: Ryan Welton, Director of Digital Content, Local Media Association 🎙️ Produced by Local Media Association 💌 Subscribe to Keep It Local wherever you get your podcasts.

    17 min

  8. 09/29/2025

    How PubGen.AI Is reinventing the newsroom CMS with AI | Jon Rust, Sho Rust & Michael Machiah

    In this episode of Keep It Local, host Ryan Welton of Local Media Association sits down with John Rust, Sho Rust, and Michael Machiah to talk about PubGen.AI, an AI-powered content management system built by PubGen.AI and Rust Communications. Learn how PubGen.ai is transforming newsrooms with AI-driven efficiency, grounded in local journalism ethics and archives. The team shares why they built the platform, how it streamlines editorial and business operations, and why they believe journalism deserves better technology. What You’ll Learn in This Episode: Why Rust Communications decided to build a new CMS from scratchHow PubGen.ai boosts newsroom efficiency and revenueWhat makes this platform different from other CMS optionsWhy grounding AI in local archives is critical for trust and community relevanceReal-world results: 228% digital revenue growth in 90 days If your newsroom is exploring AI or CMS upgrades, this is a conversation you can’t miss. Links & Resources: PubGen.ai: https://pubgen.aiContact Sho Rust: sho@pubgen.aiLearn more about Local Media Association: https://localmedia.org

    33 min
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Keep It Local explores how local journalism is evolving — and thriving — through innovation. Hosted by the Local Media Association, each episode highlights strategies that help newsrooms build community and revenue. 🎙️

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